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Quick-thinking Twitter reactions to events, such as Oreo's moves during the Super Bowl's electrical issues, are getting attention as brilliant marketing, but that may change as more marketers take up the practice, experts say. "From now on, brands are going to have to do a lot more to stand out because the pool of real-time participants is going to get crowded," says Shama Kabani of The Marketing Zen Group. Starbucks' use of a snowstorm to run a promotion -- turning Twitter into a call-to-action -- may be the sort of moves marketers have to make to distinguish themselves on social media, writes Christopher Heine.

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Quick-thinking Twitter reactions to events, such as Oreo's moves during the Super Bowl's electrical issues, are getting attention as brilliant marketing, but that may change as more marketers take up the practice, experts say. "From now on, brands are going to have to do a lot more to stand out because the pool of real-time participants is going to get crowded," says Shama Kabani of The Marketing Zen Group. Starbucks' use of a snowstorm to run a promotion -- turning Twitter into a call-to-action -- may be the sort of moves marketers have to make to distinguish themselves on social media, writes Christopher Heine.

Norway public television showed 12 hours of footage of logs burning in a fireplace on Friday, accompanied by voice-overs on wood-chopping and wood-stacking techniques. "People in Norway have a spiritual relationship with fire. Fire is the reason we're here. If there was no firewood, we couldn't live in Norway; we'd freeze," producer Rune Moeklebust says.

The website PlusGrace aims to use social-networking techniques to encourage people to pray and to donate to faith-based causes. The platform, described by co-founder Jamie Coughlin as "a Kickstarter for faith," lets users solicit prayers, pledge to pray for others and donate cash to groups or individuals who request prayers. The site takes a commission of as much as 5% on cash donations, but requesting prayers is free.

Instagram is emerging as a tool for soccer teams such as the Los Angeles Galaxy, Manchester City and FC Barcelona to engage fans, share behind-the-scenes content or re-share their supporters' snapshots, Laurens Bianchi writes. Teams "can take advantage of Instagram by using these photos to tell a story about their brand and connecting fans to the brand through photography," Bianchi writes.

B2B marketers can learn from how B2C brands such as Oreo, GoDaddy and Coca-Cola used mobile during this year's Super Bowl telecast, writes John Koehler. Oreo's spot about a library fight ended with a decisive "cookie" or "cream" call to action tied to Instagram, and the Coke Chase, in which voters determined the ending of a commercial, used gamification techniques that resulted in strong viewer response. Oreo's follow-up graphic on Twitter during the Super Bowl's prolonged blackout showed the benefit of "monitoring and being proactive with mobile trends," Koehler writes.